The Economist says its mobile preview feature is helping to drive sale in the UK market:
[UK managing director Nigel Ludlow] said: “We started an innovative way for readers in the UK to buy their copy of The Economist. Readers can elect to receive a text message on their mobile telephone summarising the main stories from the issue about to go to press.
“Readers can choose to buy that issue by replying, triggering a charge to their credit card. The copy is then delivered overnight. Interest in the service has grown significantly since launch.”
Global Economist revenues went up 2% in the year to April, while UK revenue was down slightly, driven by a 16% fall in advertising. Ludlow also said the UK market might not be as mature as they thought it was:
“Our recent analysis, however, suggests that the audience of intellectually curious people is larger than we thought and capable of supporting further growth in circulation. We have already started to invest in activity to tap that potential, and this will continue in the coming year.”